Kennel-Rehu Oy is a family business that operates out of Pyhtää in Kymenlaakso. It manufactures, sells and delivers additive-free meat products for pets. The company was established in 1976 and has focused on an unusual product delivery method: Kennel-Rehu delivers its products via a network of stops that extends all the way to Oulu.
The webstore has been Kennel-Rehu’s primary customer order channel since 2012, before which the company had a website where customers could find the route network and contact details for ordering. The webstore currently generates about 85% of net sales.
In summer 2019, it was time to renew the webstore, which is administered by Digia.
“We had some ideas on how to renew both its functionality and appearance. Support for our Magento 1 webstore was also set to end in June 2020, so it seemed sensible to build a new one,” says Kennel-Rehu’s Ann-Mari Riihimäki.
Integrations are a critical aspect of the webstore’s functionality
The main goals for the new webstore were to improve its usability and appearance, and to add new functionalities. Mobile usability was one of the focal points of the revamp. Product discoverability was also enhanced. On Digia’s recommendation, the new webstore was built on a Magento 2 platform.
One of the biggest innovations was extra delivery options. The old webstore only offered stop delivery, but the new one also enabled other alternatives. Customers can now choose to collect their order from the factory outlet, and those in the capital city region also have the option to use Posti’s refrigerated delivery. Posti will also delivery non-frozen products to the rest of the country.
The new delivery options required not only integration with Posti’s systems, but also some minor customisation.
“Our stop delivery is such a specialised delivery method that there were no ready-made solutions for it and we had to engage in some customisation,” says Riihimäki.
“Otherwise, we tried to utilise Magento’s basic functionality to make updates as easy as possible.”
The webstore has been integrated not only into Posti’s systems, but also into Kennel-Rehu’s Visma Nova ERP. The company is also using a Paytrail payment module implemented by Digia. These integrations are a key aspect of the webstore’s functionality, as the ERP is home to much of the information displayed in the webstore.
“Product information and stock levels come from our ERP, and that’s also where we manage our customer register and incoming orders from the webstore. That’s why a smooth integration between our ERP and webstore is vital,” says Riihimäki.
Customer feedback is an important part of further development
The renewed webstore has been well received among Kennel-Rehu’s customer base.
“We’ve received a great deal of praise from our customers for our fresh, new store,” says Riihimäki.
“Customers have also sent us feedback when they’ve found something that needs fixing. Things couldn’t be better – our customers want to help us and we can fix any mistakes right away.”
Riihimäki says that the webstore will never be fully finished. However, Kennel-Rehu now has a modern and secure platform that will make further development easy. Development is always ongoing and includes a fast cycle for making minor improvements.
“There’s still a lot to enhance in terms of the webstore’s content, but the potential is now there. We wanted to create the kind of store that can also be easily developed and renewed in the future.”
“It’s been easy to be a customer”
Riihimäki says that cooperation with Digia has gone really well. It was easy to launch the renewal process, as Digia personnel were already familiar with Kennel-Rehu’s business and history via maintenance activities.
“As an SME, it’s important for us to maintain sufficient size to ensure delivery reliability,” says Riihimäki.
Riihimäki says that the project did not encounter any unexpected challenges.
“This was the third webstore renewal I’ve been involved in with Kennel-Rehu, so we already knew that adding the stop network to the store would pose a challenge. The ERP integration was another critical aspect,” says Riihimäki.
“When you know the kind of company and professionals you’re dealing with, it’s easy to trust that the project will go smoothly. You don’t really have to concern yourself with much during the project, except to answer queries about how to go about something. It’s been easy to be a customer.”